Lexus Trace Your Road

The Idea

To promote the new, high-performance Lexus IS Hybrid, Logan asked Fake Love to collaborate to create "Trace Your Road". We decided to take the idea of a beautiful stylized commercial and create a live experiential event that would visually match that.

We ended up with something entirely new and stunning - a life sized, real time, user-generated racetrack made of light.

The Creative

"Trace Your Road" pits F1 driver Jarno Trulli against a series of improvised racetracks, each one designed on a touch tablet in real-time by one of ten lucky contest winners. The live event took place under high security inside an immense aircraft hangar near Rome and features the new IS Hybrid, a multitude of cameras, and vast real-time projections.

The ten finalists - selected from hundreds of applicants on Lexus' Facebook page - were given the opportunity to sit in the passenger seat of the IS Hybrid with Trulli at the wheel. The course was then traced by contestants on a touch tablet that projected their designs onto the floor of the hangar using a collection of 12 22K projectors. The Hybrid was tracked using a custom IR camera system.

Trulli's expert driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties were assessed for leaving the projected routes and for touching the walls of the hangar. The results included spectacular hairpin turns, stunning footage, and luckily, no accidents.

The collected footage was assembled into "Trace Your Road" - a broadcast commercial campaign, along with a behind-the-scenes documentary.

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Fake Love is an innovative experiential design agency, crafting
award-winning work that creates real emotional connections.
We concept, design, fabricate, animate, generate and invent anything you can imagine. And some things you can’t.

Some call what we do experiential marketing or event marketing, others interactive design or new media art. We call it Fake Love.